“Key to keeping the dishwashing products category on a growth track is keeping consumers focused on added benefits and new features rather than price comparisons. A steady stream of new products promising superior performance and a pleasant dishwashing experience will help to keep consumers engaged with the category.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

How do consumers measure value in the market?

How important are sensory benefits in dishwashing liquids?

Could more consumer education benefit the dishwasher detergent segment?

What new opportunities are there for dishwashing product brands to strengthen the connection with consumers?

The dishwashing products category has turned in a solid performance over the last several years as consumers have reprioritized the kitchen and home meal preparation during the recession and after. Consumers have also shown interest in and a willingness to pay a little more for products that improve performance, simplify, or enhance the task of dishwashing. Looking ahead, the opportunity for continued growth lies in keeping consumers engaged in product benefits rather than price comparisons.

This report explores these dynamics and more and provides in-depth analysis of sales and market share trends in the category, an examination of both traditional advertising and social media efforts, and exclusive Mintel research into attitudes and behaviors concerning dishwashing products and washing the dishes.

For the purposes of this report, Mintel defines dishwashing products as follows:

dishwashing liquid for hand washing dishes

detergent for automatic dishwashers

rinse aids for automatic dishwashers.

This report excludes towels, scrubbers, and other tools used for cleaning.

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What's included

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Category grows on new products and refocus on home meal prep

Figure 1: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17

Dishwashing liquid outperforms detergent 2010-12, but both segments gain in long run

Figure 2: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012

Market factors

Dishwasher ownership slips slightly

Figure 3: Dishwasher ownership, 2008-12

Time and money spent on home meal prep on the rise

Figure 4: Time spent on food preparation and cleanup, 2007-11

Retail channels

Price- and value-driven channels capture market share

Figure 5: Share of total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12

Key players

Procter & Gamble fends off competition in both in dishwashing liquid and dishwasher detergent